消费者对企业大数据精准营销的接受意愿影响因素实证分析
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摘要
企业大数据精准营销信息推送的结果是,并不是所有接触到企业精准营销信息的消费者都会接受并采取购买产品的行动,因此,找出消费者对企业大数据精准营销的接受意愿的影响因素对于企业提高大数据精准营销效率有参考价值。文章以整合UTAUT模型与4C理论为框架,结合大数据精准营销的特征,提出6个研究假设,利用问卷调查的方式进行数据收集。使用SPSS23. 0对样本进行描述性统计、信度检验。使用AMOS23. 0进行验证性因子分析和结构方程模型分析。检验结果显示:绩效期望、基于消费者需求和期望的信息、在线沟通会正向影响消费者对企业大数据精准营销的接受意愿;努力期望、社会影响、感知成本不影响消费者对企业大数据精准营销的接受意愿。在此基础上,为企业有效开展大数据精准营销提出了对策。
As a result of the push of accurate marketing information of big data,not all consumers who have access to the accurate marketing information of enterprises will accept and take actions to buy products. Therefore,finding out the factors influencing consumers' acceptance intention of big data precision marketing has a reference value for enterprises to improve the accuracy of big data precision marketing. With the integrated UTAUT model and 4 C theory as the framework,this paper proposes six research hypotheses based on the characteristics of big data precision marketing,and carries out data collection by means of questionnaire survey. Then,it uses SPSS23. 0 to describe statistics and test reliability,and uses AMOS23. 0 to analyze confirmatory factor and structural equation model. The results show that performance expectation,information based on consumers' demand and expectation,and online communication will affect the consumer's willingness to accept the precise marketing of big data; effort expectation,social impact and perceived cost do not affect consumers' willingness to accept the precise marketing of enterprise big data. On this basis,this paper puts forward some countermeasures for effective marketing of big data.
As a result of the push of accurate marketing information of big data,not all consumers who have access to the accurate marketing information of enterprises will accept and take actions to buy products. Therefore,finding out the factors influencing consumers' acceptance intention of big data precision marketing has a reference value for enterprises to improve the accuracy of big data precision marketing. With the integrated UTAUT model and 4 C theory as the framework,this paper proposes six research hypotheses based on the characteristics of big data precision marketing,and carries out data collection by means of questionnaire survey. Then,it uses SPSS23. 0 to describe statistics and test reliability,and uses AMOS23. 0 to analyze confirmatory factor and structural equation model. The results show that performance expectation,information based on consumers' demand and expectation,and online communication will affect the consumer's willingness to accept the precise marketing of big data; effort expectation,social impact and perceived cost do not affect consumers' willingness to accept the precise marketing of enterprise big data. On this basis,this paper puts forward some countermeasures for effective marketing of big data.
引文
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[3] VISWANATH Venkatesh,FRED D Davis. A theoretical extension of the technology acceptance model:Four longitudinal field studies[J]. Management science,2000,46(2):186-204.
[4] VENKATESH V,MORRISM G,DAVISF D. User acceptance of information technology:toward a unified view[J]. MIS quarterly,2003,27(3):425-478.
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[6]陈静怡.基于分形理论的网络精准营销评价[J].沈阳大学学报(社会科学版),2017(6):283-287.
[7]段兴利,赵娟.网络消费的特征、原因和管理[J].商业时代,2010(1):101-102.
[8]白凡.基于4C理论下的全渠道发展策略研究[J].商业流通,2016(10):17-20.
[9]王丽丽.网络视角的消费者信息搜索行为研究[D].济南:山东大学,2017.
[10]黄芳铭.结构方程模式:理论与应用[M].北京:中国税务出版社,2003:145.
[11]程晓璐.基于UTAUT的移动商务用户接受模型研究[D].杭州:浙江大学,2011.
[12] JOSEPH FH,RONALD LT,ROLPH E A,et al. Multivariate data analysis[M]. Upper Saddle River,NJ:Pretice Hall,1998:346-348.
[13]张珊.餐馆外送服务类APP用户使用行为影响因素研究[D].长春:吉林大学,2016.
[2]倪宁,金韶.大数据时代的精准广告及其传播策略——基于场域理论视角[J].现代传播,2014(2):99-104.
[3] VISWANATH Venkatesh,FRED D Davis. A theoretical extension of the technology acceptance model:Four longitudinal field studies[J]. Management science,2000,46(2):186-204.
[4] VENKATESH V,MORRISM G,DAVISF D. User acceptance of information technology:toward a unified view[J]. MIS quarterly,2003,27(3):425-478.
[5]刘生慧. 4C理论在网络营销中的应用解析[J].兰州工业高等专科学校学报,2012(2):66-68.
[6]陈静怡.基于分形理论的网络精准营销评价[J].沈阳大学学报(社会科学版),2017(6):283-287.
[7]段兴利,赵娟.网络消费的特征、原因和管理[J].商业时代,2010(1):101-102.
[8]白凡.基于4C理论下的全渠道发展策略研究[J].商业流通,2016(10):17-20.
[9]王丽丽.网络视角的消费者信息搜索行为研究[D].济南:山东大学,2017.
[10]黄芳铭.结构方程模式:理论与应用[M].北京:中国税务出版社,2003:145.
[11]程晓璐.基于UTAUT的移动商务用户接受模型研究[D].杭州:浙江大学,2011.
[12] JOSEPH FH,RONALD LT,ROLPH E A,et al. Multivariate data analysis[M]. Upper Saddle River,NJ:Pretice Hall,1998:346-348.
[13]张珊.餐馆外送服务类APP用户使用行为影响因素研究[D].长春:吉林大学,2016.